Matt Cannon, Executive Chronicles | A little information can make a lot of difference, especially for an Internet marketing campaign. Unfortunately, too many online marketers are working without all the information they need because they aren’t tracking and validating their leads. Here at Internet marketing company Straight North, we’ve long been evangelists for implementing lead tracking and validation. That’s because we know that Google Analytics only provides raw conversion statistics, which are inadequate for providing the type of information Internet marketers need to optimize their websites. Nearly half of all conversions aren’t actually sales leads, so basing important decisions on those numbers can result in some big assumptions and mistakes.
By incorporating lead tracking and validation into a campaign, however, you can give yourself the added information you need to make a more informed decision. Not only will you be able to distinguish between conversions that are potential new customers and conversions that are not, but you’ll also be able to pinpoint exactly where those conversions were generated. With that information in hand, you can optimize your website to deliver a stronger return on investment. This following guide provides step-by-step instructions for adding lead tracking and validation to your website. Follow it, and you’ll gain a little more information that can make a big difference.
Matt Cannon is Director of Web Services at Straight North, an Internet marketing firm in Chicago that specializes in SEO, PPC and web design services. Cannon manages all web development activities, making sure that each project is applying current development standards and techniques.